The hardtracking staff may soon be out of business if we keep seeing headlines like this one (via MediaPost):

Marketers Still Not Sold On Native Advertising

Nut graf:

What’s really keeping more marketers from going native is a lack of quality content, continued measurement issues and the category’s perceived inability to trade programmatically.

(Not to mention our total inability to say what “trade programmatically” means. But we can say that native ads are the ones tricked out to look just like editorial content – you know, ads in sheep’s clothing.)